Ogilvy & Mather London’s Amnesty International campaign gets really personal

It’s easy to tweet your outrage, sadness or horror about the suffering of others. Amnesty International needs people do something concrete about the refugee crisis.
So Ogilvy & Mather London has created a social media campaign that responds to people’s tweets in real time.

Hi @LittleRed_29, Oscar from Kenya’s Kakuma camp has replied to your earlier tweet about refugees #TakeAction https://t.co/XyPZYRodOe pic.twitter.com/Bluo4ImfAb

— AmnestyInternational (@amnesty) February 2, 2017

One crew is on the ground filming refugees in Kenya and Lebanon. The Ogilvy & Mather crew in London is responding to people’s tweets, reminding people that “outrage is not enough”.

The tweets direct people to Amnesty’s global petition to pledge support to speak out for refugees’ human rights.

“We’ll use your signature to pressure world leaders to support refugees in Kenya and to welcome their fair share of refugees who urgently need a chance to rebuild their lives in peace,” the petition promises.

Credits:

Agency: Ogilvy & Mather London

Chief creative officer: Mick Mahoney

Copywriter: Simon Lotze

Art director: Miguel Nunes

Agency producers: Clare Donald, Jodie Sibson & Chloe Brown

Account team: Marina Banks. Abigail Laursen, Eon Schreuder & Tania Zorrilla

Planning team: Kevin Chesters & Chris Toumazis

Production company: Magnum Photos